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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Building a Personal Social Brand: Turning Talent into More WorkLori DeFurio | @ ldefurio | Group Manager, Social Business, AdobeChris Converse | @chrisconverse | Partner, Designer & Developer, Codify Design Studio
Why Bother with Social Media?
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
= 10 million
313Mmembers
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200Mmembers
270M active accounts
1.1Bmembers
1.28Bmembers
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX4
200Mmembers
1.6B likes/day60M uploads/day
65% outside US
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
How many hours of video are uploaded to YouTube each minute?
1050100500
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
How many hours of video are uploaded to YouTube each minute?
1050100500
100#2 search engine
1B unique users/month
6B hours of video watched/month
80% usage outside US
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Levering video in social media
Video increases time on web pages by 800%.*Among mobile viewers, 92% of video viewed on mobile is shared.**
*Bubobox **IABAny length 15 seconds 6 seconds
< 2 minutes/video recommended
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Are you active in Social Media today?
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Are you using social channels to learn about customers/competitors/business?
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Do you believe social media can help you achieve your goals?
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
A Brand Happens When You Plan
“There is no professional or personal anymore. There’s simply your brand. Everything you do affects your brand, and it’s up to you to determine whether your brand is affected positively or negatively. That’s it.”
- Peter Shankman (@petershankman)
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Expressing your creativity online
PERSONAL PROFESSIONAL
Clients & CoworkersAcquaintancesFriends & Family Interesting People
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Answer the 4 W’s+1H for Your Brand
WHO Who are you? Decide how you want to be perceived. How do you leverage your expertise to build your reputation?
WHAT What are you going to talk about? You’ll want to offer value through content and conversations.
WHY Why are you participating in social media?
WHERE Where will you engage (which social media networks)?
HOW How will you use social to shape your personal and/or professional brand?
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Curator ThoughtLeader
Observer Specialist
Sharing Creating
Casual Consistent
List
enin
gPa
rtic
ipat
ing
BroadFocused
Observer
Identifying your role
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Getting started
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Example: Find the conversation
Search in app Google
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Example: Listen to the conversation
Twitter lists Google alerts LinkedIn Pulse
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Example: Join the Conversation
Reply Retweet Favorite Like Comment Share
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Example: Join the Conversation
Reply Retweet Favorite Like Comment Share
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Example: Lead the conversation
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Best Practices
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Getting started – your brand
Google yourself – are you seeing your Twitter, LinkedIn, & published work at the top of the search?
Use the same photo in your profiles. Review your bio on social networks to
ensure they are complimentary and up-to-date.
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Getting started – your voice• Stick with what you know or want to
be known for (expertise & interest).
• Before sharing a piece of content, ask yourself:
• Will my followers care?
• Is it timely?
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Adobe’s Social Footprint Can Help
20.5 million fans/followers570 branded accounts across Facebook, Twitter, LinkedIn, & YouTube 200+ blogsBehance: 4.1M community members
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Adobe’s Social Footprint Can Help
20.5 million fans/followers570 branded accounts across Facebook, Twitter, LinkedIn, & YouTube 200+ blogsBehance: 4.1M community members
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Example: Leveraging Adobe’s Social Footprint
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Working with Behance
4.1 M members
81 million images
6.9 million projects
10,000 projects uploaded/day
62 million projects viewed/month
172 countries represented
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Working with Behance
4.1 M members
81 million images
6.9 million projects
10,000 projects uploaded/day
62 million projects viewed/month
172 countries represented
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
What you say can stay online forever (#fail)
You have the freedom and right to express yourself, but stay mindful that your content can be indexed, archived, and stay online indefinitely.
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Facebook privacy settings
Your Facebook profile can come up in search engine
results and the privacy settings change frequently
and without notice.
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Discussion
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Getting the word to more people without having it stop along the way.
Your Feedback
I have a challenging time creating content for social media Controlling troll
attacks; astroturfing
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Your Feedback
Engaging the audience without paying for targeting. On Facebook it seems without promoting a post very very few see it. Is there a way to put hit out without always pushing 30 dollars at it?
What type of content to
show
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Your Feedback
What to post and how to share things that don't feel like advertising. How to integrate yelp, get reviews, and they always call about advertising, is it worthwhile?
building my business network that is different from my personal network, topics to post to keep content fresh, do i really need Facebook and twitter accounts or just one?
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
How much time is really going to take me to “be
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Wrap-up
Identify your role (today and beyond) Determine your voice Leverage best practices to promote your brand
Roadmap handout
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Contact usLori DeFurio Chris Converse@ldefurio @chrisconverse
[email protected] [email protected]
linkedin.com/in/loridefurio linkedin.com/in/chrisconverse
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Survey Results
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Leveraging Social Media
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
YouTube
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Blogging
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Pinterest, Instagram
© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.#AdobeMAX
Behance